International Journal of Trend in Scientific Research and Development (IJTSRD)
Volume 4 Issue 4, June 2020 Available Online: www.ijtsrd.com e-ISSN: 2456 – 6470
Measuring Customer Satisfaction:
Pantaloons Bhubaneswar Patia
Nilima Das
Assistant Professor, Trident Academy of Creative Technology, Bhubaneswar, Odisha, India
How to cite this paper: Nilima Das
"Measuring
Customer
Satisfaction:
Pantaloons
Bhubaneswar
Patia"
Published
in
International Journal
of Trend in Scientific
Research
and
Development (ijtsrd),
ISSN:
2456-6470,
Volume-4 | Issue-4,
IJTSRD31628
June 2020, pp.14471449,
URL:
www.ijtsrd.com/papers/ijtsrd31628.pdf
ABSTRACT
People often used to love shopping. When shopping is confined within a neat
and clean limited geographical area with air conditioned environment, then
obviously shopping will have its own charm. That’s the reason behind
emerging existence of organised retaling. As per real estate consulting firm
ANAROCK the share of organized retail space is set to grow upto 19% by
2020.Bhubaneswar is capital of Odisha. Bhubaneswar tier -1 city which is
going to hit the market around 39 million sq ft (msf) of organised retail space
between 2019-2022 which roughly 71%. The aim of present study is to find
out the gap between expectations and perceptions of customers regarding
different services are provided by pantloons, patia, bhuabneswar,
Odisha.simple random sampling techniques used to collect the data from
customers. This study has found inspite of few shortcoming people used to
visit pantaloons store and enjoy their shopping.
Copyright © 2020 by author(s) and
International Journal of Trend in Scientific
Research and Development Journal. This
is an Open Access article distributed
under the terms of
the
Creative
Commons Attribution
License
(CC
BY
4.0)
(http://creativecommons.org/licenses/by
/4.0)
INTRODUCTION:
Organized retailing is normally undertaken by licensed
retailer for trading activity. Entire retail set ups are owned
by companies. Most of the developed growing, emerging
economies are adopting organized retail in various sector. In
india organized retailing also emerged as a booming sector.
Organized retailing comprised of shopping malls, multi store
mall and huge complex that offers a large variety of products
in terms of quantity and value of money. As per real estate
consulting firm ANAROCK the share of organized retail space
is set to grow upto 19% by 2020. Bhubaneswar is capital of
Odisha. Bhubaneswar tier -1 city which is going to hit the
market around 39 million sq ft (msf) of organised retail
space between 2019-2022 which roughly 71%. For every
sector service quality plays an important role. As a
qualitative phenomenon it is difficult to assess service
quality from both company and customer aspect. Quality can
be measured by setting different measurement tools and
techniques.
Theoretical framework
Quality is a qualitative phenomenon. Quality can be defined
in various ways by various people and organizations.
According to the American Society for Quality (ASQC)
"Quality is the totality of features and characteristics of a
product or service that bear on its ability to satisfy stated or
implied needs.
Parasuraman, Zeithaml, and Berry (1985) have defined
service quality as “the degree and direction of a discrepancy
between consumer’s perceptions and expectations in terms
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of different but relatively important dimensions of service
quality which can affect their future purchasing behavior.”
Blešić, Tešanović&Psodorov (2011) pointed out that
developing measures for improving the management quality
of hotel services is a basic prerequisite for successful
business and survival in the market. Service quality is of
paramount importance for keeping the guests and critical
indicator of future economic activity.
Li &Krit (2012) revealed four important conclusions in
their empirical study. First: Service quality has a positive
effect on customer satisfaction, second: Customer
satisfaction has a positive effect on customer loyalty, third:
Service quality has a positive effect on customer loyalty,
fourth: Customer loyalty, service quality & customer
satisfaction has a positive effect on brand image.
Objective of study
1. Find out the gap between customer expectations and
customer perception.
2. Analyze the theoretical aspect of emerging organized
retailer in Bhubaneswar.
3. Analyse overall customer satisfaction.
Research methodology
Descriptive research design has adopted for this research
and research is completely based on both primary data and
secondary data. Entire research process divided into two
parts primary research and secondary research. For primary
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research survey method has been considered. All the
respondents are visitor to Pantloons, Patia, Bhubaneswar
and they shopped at that retail store. Convenience sampling
technique is used to select the respondents. To carry on the
survey a questionnaire administered personal-contact
approach has been used. The statistical populations of this
study are all who had their visit to Pantaloons, patia,
Bhubaneswar at least once and prefer to purchase at that
particular retail store. A convenience sample of 100
respondents who had their visit to pantaloon, patia,
Bhubaneswar, Odisha had been chosen for the research. No
restrictions were made on the age, background, sex or
location. Secondary data are collected from available
literature, print media like books, magazines, research
articles on Google scholars and such other websites other
relevant publications to find out the theoretical framework
and to know what early research mentioned regarding
selected topic. To analyse the data descriptive statistics were
employed.
In this research paper the process of measuring customer
satisfaction two different evaluations are required from
customer’s; the first one finds out the level of a service
expected from service provider in the given branch and the
second one reflects their perception of actual service
provided by a certain organization(Zeithaml, Bitner, 2000).
The difference between the evaluation of expectation and
perception is formulated by means of so called Servqual
score. If the real quality evaluation is higher than expected, it
is a sign of quality.
Sl
No
1
2
3
4
5
6
7
8
9
10
Data Analysis
Data analysis includes both demographic analysis of
respondents and specific analysis for research. In this
research paper entire data divided into two tabular form for
better understanding of analysis. Data analysis also includes
some graphical presentation of data. Pie chart also used to
describe certain information.
Table no 1:Demographic profile of respondents
GENDER:
1.
Male
35%
2.
Female
65%
AGE:
1.
2.
3.
4.
20-30
30-40
40-50
50 and above
45%
22%
18%
17%
OCCUPATION:
1.
Employed (Government & Private)
2.
Student
The demographic characteristics showing from the table no
1 most of the female customers are found in the store. It is
also found that most of the customers are belonging from
(20-30) age group, who are visiting the store. Most of the
respondents are employed in private and government sector.
Table no 2: factors taken into consideration to measure overall satisfaction
weight
Factors taken into consideration to
satisfied /
Perception Expectations
in
meaure overall satisfaction
not satisfied
points
impact of brand name on customers (who 4.78
4.56
0.22
10
have visited)
appearance of physical facilities of the store 4.86
4.82
0.04
10
shopping experience of pantaloons brand in 4.18
4.34
-0.16
10
that mall as compare to other brand
services provided by pantaloons such as 4.76
4.44
0.32
10
exchange alteration etc.
time, value, effort, money spend at 2.54
2.28
0.26
10
pantaloons
price of pantaloons brand product
3.26
3.62
-0.36
10
fashionable and trendy product available at 4.74
4.84
-0.1
10
patia store
sincerity and support of staff at patia 4.6
4.56
0.04
10
pantaloons
overall satisfaction on service provided by 4.54
4.5
0.04
10
patia pantaloons as compared to other
competitors in patia
overall shopping experience at patia 3.75
3.68
0.07
10
pantaloons
Overall Satisfaction Score
Here, in the table no2 -ve sign shows dissatisfaction where
as +ve sign shows satisfaction among customer. It has been
found those customers (who are visited store during survey
period) are satisfied with their perceived brand image about
pantaloons. Physical facilities such as surrounding,
cleanliness are satisfied with customers. But customers are
highly satisfied with other services provided by pantaloons
such as exchange of purchased items , alterations etc.
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55%
45%
Weighted
Score
2.2
0.4
-1.6
3.2
2.6
-3.6
-1
0.4
0.4
0.7
3.7
sincerity and support of staff at patia, pantaloons is also
satisfactory. Overall experience is also satisfactory.
From the table no 2 it has been found most of the customers
are dissatisfied with price of pantaloons branded product,
availability of trendy product at patia pantaloons store as
well as towards pantaloons brands product over non
pantaloons branded product.
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International Journal of Trend in Scientific Research and Development (IJTSRD) @ www.ijtsrd.com eISSN: 2456-6470
Apart from that most of people are highly influenced by
product quality followed by price provided by Patia
pantaloons at Bhubaneswar. Availability of different brands
and offers are in equal position to influence customers. This
is graphically presents in below diagram 1
Diagram 1
Most of customers are visiting patia pantaloons store to
purchase other brands rather than pantaloons in house
brand which is shown in diagram 2
It also has been found from survey most of customers would
like to suggest other people to shop at patiapantaloons.
Findings
From this study it has been found that overall satisfaction
rate 3.7 which shows that, people who are visiting patia
pantaloons are neither dissatisfied nor satisfied. They will be
satisfied if organization will able to satisfy them by fulfilling
certain requirements. Store needs to keep trendy cloth
stocks and prices of own brands needs to be reasonable as
compare to other brands which are there available. It is also
found that 98% customer who has visited shop would like to
refer other people to shop at this pantaloons store.
Scope of further study
There are plenty opportunities to extend this study. In future
research, more factors can be added to understand different
dimensions of service quality. This type of research can be
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done in various store to know different kinds of services
quality offered by them.
Limitations of the study
Time period for the present study is limited.
The sample size for present study is limited to 100
respondents only which is a very small portion to the
entire population.
A single retail outlet is taken for study which is a major
constraint for study.
Questionnaires were distributed during the summer
months which can be a cause limited perceptions of
service quality.
Service quality measurement model is a conceptual in
nature which is also a major limitation of this study.
Conclusion
In conclusion, knowing how customers perceive the service
quality and being able to measure service quality can benefit
retail industry professionals in quantitative and qualitative
ways. The measurement of service quality can provide
specific data that can be used in quality management; hence
retail organizations would be able to monitor and maintain
quality service. Assessing service quality and better
understanding how various dimensions affect overall service
quality would enable organizations to efficiently design the
service delivery process. In this study, service quality were
reviewed by an analytical approach for evaluating the
differences between customers’ expectations and
perceptions of service quality. From the present study it can
be conclude that retail organization should go for some
adoptable changes which will be helpful for them to please
their customers.
[1] https://www.businessstandard.com/article/companies/share-of-organisedretail-space-to-touch-19-by-2020-in-india-anarock119012600396_1.html (accessed on 24.04.2020)
[2] Parasuraman, A., Zeithaml V, and Berry, L 1985, „A
conceptual Model of Service Quality and its
implications for Future Research‟, Journal of Marketing,
pp. 41-50.
[3] https://www.researchgate.net/publication/24233650
7_A_measure_of_retail_service_quality (Accesssed on
21.04.2020).
[4] https://www.researchgate.net/publication/23614495
7_RETAIL_SERVICE_QUALITY_AND_BEHAVIOURAL_IN
TENTIONS_AN_EMPIRICAL_APPLICATION_OF_THE_RE
TAIL_SERVICE_QUALITY_SCALE_IN_NORTHERN_CYPR
US. (Accessed on 21.04.2020).
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